Arizona Scores Big with Small Media Budget
Do you think your budget is too small to include media? Take a look at how the Arizona coalition of Water – Use It Wisely partners used creative planning and corporate sponsorships to stretch their very limited budget and reached over nine million people.
The coalition of 14 cities maximized their media dollars by working with Gannett Broadcasting to develop a multi-media plan that increased their reach without increasing the bottom line. While the main campaign element was TV with 76 slots on a network station and 200 slots on a digital station, the partnership with Gannett offered extra coverage that increased the campaign’s reach by 45 percent. Added campaign elements included:
- Three live segments on Arizona Midday
- Lead banner ads (1-3) on the following pages of azcentral.com, Arizona’s premier website: weather, news, Arizona moms and four rotating community sections
- Video box on the azcentral.com home page featuring the campaign’s TV spots (10-11)
- Streaming video on azcentral.com of TV spots and Arizona Midday segments
- Logo link on News Weather Plus page of azcentral.com
- Two weather billboards a week on local newscasts
- Full-color strip ads (15) featured on the top position of the Arizona Republic for 10 consecutive weeks
A partnership with corporate sponsor Salt River Project further increased the campaign’s visibility with a two-week radio buy that included 130 slots for the campaign’s spot (4) on six unique Clear Channel radio stations in the Valley.
The Arizona coalition got the most from their small-budget media campaign by leveraging proven campaign materials, partnering with a corporate sponsor and developing an effective multi-media partnership. This is a great example of how to leverage the campaign and even the smallest media budget to reach your advertising goals. For more information about this campaign or Water – Use It Wisely, e-mail kim@wateruseitwisely.com or call 602-957-7323.
Marketing Tip: Less is More in an Ad
Water – Use It Wisely ads are short, eye-catching, and effective. To learn more about this proven outreach program, tour the campaign or e-mail kim@wateruseitwisely.com.
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...Japan, where Jose from Region 6 of the EPA is spotted wearing his red cap at the Emperor’s Palace. Tour the Red Cap’s global gallery to see all the places the Red Cap has traveled in the name of water conservation.
